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CNN Building its own Future
CNN has been struggling with declining ratings and viewer involvement, and as they reinvent themselves, they’ve created a new type of programming for a show called Welcome to the Future. As the media landscape evolves, you can expect to see many more unique sponsorship opportunities like this one. Or maybe you should go to local…
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Refreshed with New Focus
This web site has been on hiatus while we finished remodelling the home office and completed a long-awaited family trip to New York. Today we jump back in with a new focus on "news you can use," with less about broadcast and big-ticket advertising and more about search and online marketing. You can expect to…
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Generating Referrals Can be Its Own Reward
The agencies which were "early adopters" of planned word-of-mouth advertising campaigns are beginning to develop a deeper understanding of the process really works. Apparently, it’s not enough to be a big fan, you have to be a fan who wants to influence others. And maybe you just have to be a fan of being an…
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Bloggers are Responsible to Sources
Wal-Mart continues to struggle with two-way marketing, but I don’t think they did anything wrong in sending out "exclusives" to bloggers, some of whom lifted sections and published them as if they were the blogger’s own words. Anyone who publishes, including anyone who self-publishes, needs to be forthright about who wrote the words they are…
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Sponsoring Emerging Musicians Getting to be Popular
Sometimes marketing teams make a real contribution to culture(!) The growing trend of brands to give a leg up to emerging musicians is very heartening, especially when it avoids the "American Idol" humiliation displays and focuses on providing entertainment and opportunity. MySpace: Scarfacegame Scarface: The World is Yours, the video game based on the classic…
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Current TV helps Structure Consumer-Generated Ads
Okay, says Current TV, let’s get this consumer-generated advertising thing organized! They sign up sponsors like Sony who are willing to review consumer-generated ads at no obligation to use them. They let people know all the legal stuff and get the sponsor to promise payment if the consumer’s ad does get heavy usage. Excellent use…
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From the Nameless Faces to the Registered Users
As web sites become the communications hub between a company and people who use its products and services, getting your best users to register is becoming more and more important. The database you develop can then be used to lower the cost of communications or to research customer preferences. In a recent issue of the…
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Run London Keeps Building Community
I’ve mentioned before how much I admire the Run London web site from Nike. Now they’ve added a Google Maps feature that gives users another reason to come back and share. Although I’ve categorized this story as "community building," Nike is making itself useful to the runners of London as well. Run London with Nike…
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Finding Fans, er, Friends
Fox uses its MySpace.com connections to establish a fan site for its new TV program, “Free Ride,” a community-building practice that will probably become as commonplace for TV shows as it is for new rock bands.
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New Ways to Interact with Commercials
When we think about interactive TV campaigns, we usually think people will see the TV commercial and then go to the web site. Now Home Depot and Cadbury Schweppes are driving audiences from the web site to see the commerical. NY Times: Want a Prize? Just Watch This Commercial, Please by Stuart Elliott and Julie…
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